According to Wizards of the Coast, AI technology played a role in the creation of certain elements in their recent advertising artwork, prompting a reconsideration of their supplier collaborations for future marketing endeavors.
It was evident to many observers that Wizards of the Coast’s latest Magic: The Gathering advertising campaign bore resemblances to AI-generated content, sparking discussions among those familiar with the situation.
Despite initial denials in a now-deleted statement on X/Twitter (via PC Gamer), WotC clarified that the marketing images did indeed incorporate “some AI components,” retracting their previous assertion that the art was solely crafted by human hands.
In a subsequent tweet, Wizards of the Coast admitted their error, acknowledging the presence of AI involvement in the creation of the marketing visuals, contrary to their earlier claims. They emphasized the importance of recognizing and preserving the human creativity integral to the Magic franchise while also hinting at potential changes in their supplier engagement strategies for non-product creative projects.
This incident is not the first instance where Wizards of the Coast faced scrutiny over AI-related controversies. Past debates in late 2023 questioned the use of AI in producing artwork for the 2024 D&D Player’s Handbook, adding to the ongoing discourse surrounding AI’s role in creative processes.
Following the recent revelations, some WotC artists, including Jason Rainville, expressed reservations about collaborating with the company if AI integration becomes a standard practice. Rainville’s sentiments echoed concerns about maintaining the authenticity and artistic integrity of the Magic TCG, hinting at potential shifts in supplier dynamics and the fate of the contentious advertisements.
